Sales teams often think of discovery as a single event, but good selling involves ongoing micro-discovery across the stakeholder group.

That’s the approach of Aaron Verasammy, Chief Sales Officer at Meevo. After seven and a half years as Global VP of Sales at ABC Fitness, Aaron stepped into his new role with a focus on teaching his team that success starts with mastering the fundamentals, especially the art of continuous discovery.

Here are Aaron’s three keys to leveraging micro-discovery for more and faster deal closes.

1️⃣ Make Discovery Continuous

For Aaron, discovery is “not a one-time event.” Instead, it’s something that should happen after every demo, and in between the formal touchpoints. It’s about always staying curious and using informal channels to build trust.

“You’re not going to get the real story in the big meetings,” Aaron says. “Some of the best conversations happen through quick communications or sidebar chats. That’s when you can build momentum and uncover what’s really going on in the deal.” 

Aaron even looks to build relationships that evolve into “text message-level” trust, which he sees as a strong signal of deal confidence.

2️⃣ Do 1-on-1 Discovery with Each Stakeholder

Rather than relying on a single broad discovery call, Aaron emphasizes the importance of 1-on-1 conversations: “I always try to do micro-discoveries with each stakeholder. That’s how you get to the heart of what each person actually cares about.”

For example, in his role at ABC, he might have separate micro-discovery calls with executives in the sales, marketing, operations and finance roles to hear their individual needs and pains.

These smaller, more personalized conversations create space for stakeholders to speak freely. “They feel safe. They give you the real deal. And that’s where you find the insights that help you move the deal forward.”

3️⃣ Be the Trusted Advisor

Once Aaron has those insights, he sees it as his job to bring the threads together and facilitate alignment: “You’ve got to stitch together your conversations,” he says. “Be the one to connect the dots across the buying group and get everyone back on the same page.”

This trust-building and alignment work isn’t just about managing the deal—it’s about guiding the customer through change. “We sell software, but what we’re really selling is a change in mindset,” Aaron explains. “And if the customer’s not aligned around that, you’re going to run into friction later.”

🏆 Sales success comes from curiosity, consistency, and connection. By treating discovery as a continuous process and taking the time to build real trust through micro-conversations, reps can move beyond the script and become true advisors to the buying committee.